Android 14 is introducing a feature that will allow users to manually disable full-screen ads. This development comes as a relief to many who find these non-skippable, full-screen video ads intrusive and annoying.
The new feature targets the “USE_FULL_SCREEN_INTENT” permission, which apps use to display full-screen notifications. With the advent of Android 14, users will have the power to toggle this permission on or off, according to information revealed by Mishaal Rahman, XDA Developer’s former chief editor.
By disabling this permission, it will become more challenging for apps to display intrusive full-screen pop-ups. However, it’s worth noting that this permission isn’t the only method apps use to deliver full-screen ads, but it’s a significant avenue that ad providers can exploit.
In addition to giving users control over this permission, Google has also announced a policy change regarding the granting of this permission for apps downloaded from the Play Store. The policy change, scheduled to take effect later this year, will auto-revoke this permission for newly installed apps, except for dialer apps and alarm clock apps. These exceptions are due to their need for full-screen notifications for calls and alarms.
However, the operating system won’t automatically revoke the permission for apps installed before the update to Android 14. Therefore, users who have such apps and wish to disable this permission will need to manually adjust the settings after updating their phones.
This move by Android is a significant step towards enhancing user experience by providing them with more control over their app interactions. It also signals a shift in the digital advertising landscape, potentially prompting advertisers to rethink their strategies.
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